Principal Product Manager, Growth

This is a fully remote position, open to applicants in United States.

📋 Description

• Broaden the DTC funnel.

• Develop and implement the strategy for expanding paid social and other paid channels in conjunction with our current paid-search acquisition efforts.

• Ensure Brightside remains resilient against risks associated with single-channel dependence.

• Tailor the funnel according to channel and intent.

• Lower-intent prospects from one channel should not be treated identically to higher-intent prospects from another.

• Create distinct creative assets, landing experiences, and — when data supports — varied funnel flows for different audience segments.

• Coordinate the messaging journey in line with the funnel.

• Collaborate with lifecycle marketing to design and evaluate the email and SMS touchpoints that guide prospects towards conversion and activation — maintaining the same channel-and-intent-aware perspective as the on-site funnel.

• Recognize that conversion occurs not only on-site but also between sessions.

• Enhance targeting on our primary paid channel.

• Transition from a more generic strategy to tactics that differentiate by prospect CAC:LTV.

• Shift focus from "increasing traffic" to "improving traffic economics."

• Increase referrals from partners and health systems.

• Build solutions for the operations team as well.

• Conduct thorough experiments.

• Define hypotheses, design A/B tests, analyze results, and implement successful strategies.

• Collaborate with engineering to create a dynamic funnel.

⛳️ Requirements

• Over 10 years of experience in product management, with at least 5 years focused on growth, acquisition, or funnel optimization within a consumer subscription, marketplace, or healthcare organization.

• Proven ability to set product strategy at either the functional or organizational level — making informed decisions on investments and prioritizations while effectively advocating for those decisions to executive stakeholders.

• Experience executing within a strategy that you have helped to create.

• Strong understanding of performance marketing.

• Collaboration with senior marketing leaders to scale paid search, paid social, and related channels, along with the capability to contribute to creative strategy, audience segmentation, and attribution discussions.

• Comfort in thinking across the entire prospect journey — encompassing both the on-site funnel and lifecycle messaging (email, SMS) — rather than focusing solely on web interactions.

• A history of utilizing segmentation and CAC:LTV analysis to enhance product decision-making — moving beyond mere analytical exercises.

• Strong discipline in experimentation.

• Experience designing and deploying A/B tests at scale, with knowledge of when to refrain from testing.

• Ability to develop features for both customer-facing and internal tools.

• Recognize operational leverage as a vital component of growth rather than a distraction from it.

• Ability to engage with senior marketing leadership on channel strategy, including the discernment to challenge instances where product evidence diverges from marketing intuition.

• Experience operating in regulated industries (healthcare, fintech, or similar) and interacting with clinical, legal, or compliance stakeholders as necessary.

• Comfort with autonomy and a broad scope of responsibilities within a Series C-stage company. You establish your own priorities.

🏝️ Benefits

• A competitive salary

• Company equity / stock options

• Fully covered comprehensive health care (medical, dental, vision)

• Pet Insurance

• Life Insurance & Short / Long Term Disability

• 401k Plan

• Unlimited PTO and sick leave

• Parental Leave

• Flexibility to work remotely and choose a schedule that suits you best

• Additional memberships and perks